How to Use Twitter to Generate Event Marketing Buzz
Twitter has become one of the most useful and popular tools for promoting fundraising events due to its social nature, combined with the ability to create instant event updates and, used wisely, it can have a real impact on the success of non-profit fundraising events.
The Twitter hashtag has made Twitter a popular tool for promoting fundraising events. Creating a unique hashtag for your event is one of the best ways to connect your fundraisers and supporters. It will help you to monitor the various conversations so that you can participate in discussions with people attending your event and share your event through a wider audience so that you can increase your fundraising income.
Set up a fundraising event hashtag early
Remember to set up a unique hashtag early on so you can include it in your print and digital communications and fundraising marketing materials. Search Twitter first to make sure it’s not already in use, choose something memorable and short. An effective hashtag will gain popularity, and will encourage supporters attending your fundraising event to get involved in the discussion.
Promote your hashtag
From the moment you start promoting a fundraising event, the hashtag should be in place. This means on your website, in advertising, in fundraising marketing materials and all electronic correspondence including your email signatures, websites and all your other social media networks.
Share regular updates about your fundraising event
As you’re planning your fundraising event, use your social presence to announce news and updates about what attendees should look forward to when they decide to get involved in your fundraising event. For example, when you secure a new speaker, share the news via your social media accounts. When registration opens, announce it using your social presence. When you confirm your sponsors, share that, too! Supporters thinking about attending your fundraising event are looking for reasons why they should come to your event, and these types of announcements have the potential to sway people who are on the fence about coming. You just might make some additional ticket sales or event registrations because of your social promotion.
— Greenpeace UK (@GreenpeaceUK) June 20, 2013
Share behind the scenes fundraising event activity
One way to generate excitement about your upcoming fundraising event it to share preparations and beside the scenes updates about the event. It is human nature to want to peek behind the curtain and see how everything works. Preparing and organising a fundraising event can be a lot of work so why not share your efforts and the people behind them. Tweeting pictures of behind the scenes activity can be a great way to connect with your audience and feel like they are part of the event and get everyone excited in the lead up to the event. Sharing these types of tweets can go a long way to building rapport and familiarity between your supporters and the organisation.
Remind people why they should support you
Create and share content that inspires potential supporters to get involved and participate in your fundraising event. If you don’t make people care they won’t support you.
Share stories about fundraisers and event participants
One of the best ways of getting people involved in your fundraising event is to share the stories of the people who are taking part. As charities we are constantly in contact with amazing people dedicated themselves in different ways to the work we do and all of them have stories to tell.
Sharing the stories about the people involved in fundraising, volunteers and supporters, and the reasons why they support the cause to prospective new supporters can be a great way to get raise support for your cause and ultimate raise money for your cause and make a successful fundraising event.
Remember to tweet prolifically during you fundraising event
The social media event updates shouldn’t stop when your fundraising event starts. This is why you decided to use twitter in the first place. People attend fundraising events to connect, interact, and share with the other people, and Twitter is terrific for creating a sense of community around a fundraising event. So start sharing live updates of the key moments during the event and encouraging participants to do the same.
Be responsive in social media, even during the event
The best way to promote your fundraising event on Twitter is to have a conversation with your followers and people attending the event. From the promotion of your fundraising events to communicating with people supporting the actual event it provides a way to connect your supporters, raise awareness and gain new support for your cause.
— Adoption For Pets (@AdoptionForPets) June 20, 2013
Take and share pictures and videos at your fundraising event
Make sure that you are capturing photos and videos during the fundraising event – as these are not only serve to generate buzz during the event, but also to help you capture and document the after story. If it is an annual event you can always use these to promote the event next year.
— Boston Children’s (@helpkids) June 28, 2013
— Rosie Trousers (@RosieTrousers) June 2, 2013
— Birmingham Donkeys (@BhamDonkeys) June 17, 2013
Encourage supporters to share updates
Getting your supporters to share stories about taking part in your events is a great source of engaging content.
— SJU Harambee (@SJUHarambee) November 5, 2013
Thank people who came
Now is the time to thank all those people who took part in the event. Your Twitter list will come in handy to thank all those people who took part in the event.
— Marie Curie (@mariecurieuk) April 21, 2013
But your work is not finished when the fundraising event it over. If you integrate social media successfully, your fundraising event will generate lots of terrific content to develop into a story that you can post to social channels and use to thank participants. There are different ways to document your fundraising event, but a personal favourite is to create a time line in Storify by curating tweets, photos, videos, resources, and links shared during the fundraising event. Doing so provides value to attendees looking back and shows non-attendees what they missed this time around.
Wow. So that was a lot of work. The good news is that you can use all that great content to promote your fundraising events next year! You might even want to start now.
— Muscular Dystrophy (@TargetMD) April 23, 2012
— We love MCR Charity (@mcr_charity) May 28, 2013
— Meningitis Now (@MeningitisNow) August 11, 2013